The series features stories inspired by real love and in the second season the channel will also feature love stories of viewers
BestMediaInfo Bureau | Mumbai | September 8, 2014
After a successful maiden innings, Zing has launched the second season of ‘Pyaar Tune Kya Kiya’. The youth-oriented channel launched its first ever ‘real love inspired’ series in May 2014. For season 2, Zing is inviting viewers to share their own love stories through a promo narrated by host Meiyang Chang.
Reiterating Zing’s ideology of direct viewer engagement, youth icon Chang invites fans and viewers to share their love stories with the world, the best of which will be turned into an episode and showcased on the show. This initiative has been undertaken to make the second innings a lot more special for the show’s discerning fans.
Season 1 of the show, the channel claims, ended with a compelling fan base as there was a 44% increase in viewership in four months. Participating in the show’s success was the cast of the movie ‘Ek Villian,’ as the lead actors got on the ‘Pyaar Tune Kya Kiya’ bandwagon too. Popular TV actors Sara Khan and Pratyusha Banerjee too contributed towards the show’s popularity.
“We continue our commitment to cater to the younger generation. Keeping this in mind, Zing developed an overall communication plan that targeted every platform, with special focus and attention spent on connecting with the youth through their language. Riding high on insights that electronic media has a wider reach, we aggressively marketed our show on TV. Looking back, we are delighted to share that ‘Pyaar Tune Kya Kiya’ delivered well on both the key parameters – content and connect,” said Anurag Bedi, EVP & Business Head, Zing.
The show’s robust communication outreach engaged the youth across the nation and made way for the show’s second innings. The strategy implemented in the first leg involved ad inserts in key dailies, huge billboards in Mumbai and Delhi at prominent locations and junctions, 100 branded Café Coffee Day outlets in metros and mini metros. The show was also promoted in 200+ theatres and to gain maximum mileage, there was an extensive television campaign plan designed to attract the right audience.
“‘Pyaar Tune Kya Kiya’ is based on real life stories that really connect with the youth. Thus, to promote the show on every medium possible, we introduced an all-round communication plan that talked the language of the youth, our primary TG. Apart from TV, the show has created a loyal fan base online. It was our belief that the younger generation will take a liking to the concept and reciprocate to the communication line adopted, which worked fabulously well for us,” said Sharlton Menezes, Head, Marketing, Zing.